Dr. Pinelopi Athanasopoulou is a Professor of Services Marketing in the Sport Management Department of the University of Peloponnese, Greece. She holds a PhD in Marketing from Cass Business School, UK, an MBA from Manchester Business School, UK, and a BA in Business Administration from the Athens University of Economics and Business, Greece. Before joining academia, she has worked in the banking sector in the development of new banking services. She has taught a variety of courses during here academic career including Introduction to Marketing, Services Marketing, Marketing Management, Consumer Behavior, International Marketing, Sports Marketing, New product and service development, Marketing Research, Digital Marketing and Social Media and Customer Journey and Experience Management. Her main research interests include relationship marketing, branding, customer experience management, new service development and digital marketing. Her work is published in various prestigious journals including the European Journal of Marketing, International Journal of Bank Marketing, Journal of Service Theory and Practice, Journal of Business-to-Business Marketing, Journal of Brand Management, Journal of Business and Industrial Marketing, Journal of Retail and Consumer Services, and Marketing Intelligence and Planning. Also, her work is published in the proceedings of major conferences such as the European Marketing Academy Conference (EMAC), American Marketing Association (AMA) Conference, Global Marketing Conference êáé EuroÌed Academy of Business (ÅÌÁÂ) Conference. Dr Pinelopi Athanasopoulou is an elected member of the Board of Directors of the Greek Marketing Academy and a member of the European Marketing Academy.